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The Buzz on Natural Standards

At this year's Kitchen Conference, John Replogle, The president and CEO of Burt's Bees, made the case for setting standards in the natural body care and cosmetic industry as he passed out the ad of a leading competitor. The ad shows an idyllic nature scene, a smooth skinned woman in the nude followed by a list of the natural ingredients - what the ad fails to mention, or even allude to, is the long list of unnatural and even harmful ingredients included in the product, including some of the worst offenders: parabens and sulfates. Therein lies the problem.

Burt's has set out to create a solution with a third-party certifier, the Natural Products Association, that will create a natural certification for all natural body care products. Every product looking to be certified, must follow guidelines of having at least 95% natural and unprocessed ingredients, a standard that Burt's has lived by since day one. Although Burt's has been leading the natural industry for some time, John pointed out that it's not about beating the competition or calling out their shortcomings, it's about raising the standard for consumers, educating consumers and working towards The Greater Good - which will ultimately benefit consumers.

- Molly

posted on April 25, 2008


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  This spirited, open forum by Maxwell PR staff members, studio mates and colleagues features people who are, in our opinion, doing the right things to get people talking. You'll see us rave about organizations building communities and rant about those who are missing obvious opportunities. We sprinkle in a little marketing and PR rhetoric from time to time for extra vigor and enthusiasm, and will share observations and insight based on our own experience honing our craft every day.  
 

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